To promote the release of Nymphomaniac, Lars von Trier's two-part, four-hour journey into the psychology of sex, Flicks.co.nz has launched a campaign via Trigger Marketing that stays true to the film's provocative, and sometimes humorous, narrative.
Given that the promotional art for the film portrays the stars seemingly posing in moments of climactic ecstasy, Flick.co.nz is now inviting its readers to send in snapshots of their own O-faces.
Over the coming weeks, Flicks.co.nz will choose their favourite entries as sent to email@example.com, the Flicks.co.nz Facebook page and Twitter account (using the hashtag #OFACE), and these over-sharing Kiwis will then see their faces incorporated into the poster art for Nymphomaniac and shared via social media.
"People don't literally have to take a picture of themselves in this compromising position," says Steve Newell, the editor and manager of Flicks.co.nz. "They can share funny photos or even pull something off Facebook that could be construed as an O-face.
Newell says that this is the first time in the website's eight-year history that team at Flicks.co.nz has experimented with promoting a film in this way and admits that not everyone at the company felt convinced that this was the best approach.
"It's a bit of a test run for us and it's led to some internal discussion on whether we've maybe gone too far, but I'm interested to see how things go."
Although the team does have some reservations, Newell believes that promotion is on-brand in the sense that it brings attention to some of the key misconceptions that people have about Lars von Tiers' film.
"I suppose after seeing the film, I was surprised by how funny parts are. It's not as dark as what people might imagine. And it's also not quite as titillating as the name might suggest," he says.
"To some degree, this is continuation of promotional campaigns done overseas. In Denmark, for example, film critics made some spoof posters. But this is the first time that public has been involved."
Given that the film has a very niche target market and that its release has been limited to only a few cinemas, Newell says that Trigger marketing, the company that holds the promotional rights for Nymphomaniac in New Zealand, was keen to execute the idea as soon as Flicks.co.nz pitched it.
The campaign is currently being hosted on a microsite, where visitors can find out extra information about entering the competition or watching the film.
And, in the event that you're looking for some inspiration in terms of what makes a good O-face, then this short clip featuring the facial expressions of men havive their testicles waxed to spread awareness of testicular cancer in Canada will almost certainly give you some decent ideas.